A Study on Consumer Preference and Satisfaction of Online Travel Agency Services in the Hospitality Sector: With Special Reference to Chennai City

The rapid digitalization of the hospitality sector significantly
transforms consumer travel planning and accommodation booking
behavior. This chapter examines consumer preference and
satisfaction toward Online Travel Agency (OTA) services in the
hospitality sector with special reference to Chennai City. A structured
questionnaire survey is administered to 420 respondents, of which
398 valid responses (94.76%) are analyzed using statistical tools such
as descriptive statistics, factor analysis, regression modeling, and
structural equation modeling. The findings indicate that price
competitiveness (β = 0.41, p < 0.01), platform usability (β = 0.36, p <
0.01), and trust and security (β = 0.29, p < 0.05) significantly
influence consumer satisfaction, explaining 67.8% of variance.
Sustainable practices adopted by OTAs show a moderate but positive
effect (β = 0.21, p < 0.05) on preference formation. The study
contributes to digital hospitality research by integrating